WalkMe Allows Organizations to Move Forward Despite Pandemic

January 7, 2021
WalkMe Allows Organizations to Move Forward Despite Pandemic

 It was a dark and stormy night. The internet connection in Maor Ezer’s Israeli home kicked out only for the senior vice president of marketing at WalkMe to return to a Zoom call via a mobile hotspot.

The scenario speaks to 2020’s challenges and the rewards that can be reaped by those agile enough to quickly adapt from business as usual.

In the case of WalkMe, a digital adoption platform, the decision was to build fast, with company leaders like Ezer believing their product is a solution to challenges that have been amplified during the pandemic.

Conceived when CEO and Co-founder Dan Adika spent two hours walking his mother through a mobile banking site, WalkMe’s mission statement is “bridging the gap between humans and technology,” Ezer explained. He noted statistics demonstrating that many people forget training from a seminar within one day.

A Glass Layer

WalkMe is designed to ease the interface experience, with its WalkMe Workstation serving as the flagship product. The software works with other apps—Google Calendar, SalesForce, etc.—to streamline the process to go from Point A (the idea you have) to Point B (executing that idea).

Operations can be as simple as scheduling vacation or as complex as rolling out a new marketing initiative. Real-time communication essentially eliminates the need for email when presenting feedback, an important feature as international organizations coordinate efforts across multiple continents and time zones.

WalkMe, for instance, has staff in Israel, the U.K. and the U.S. at different points throughout the year.

“Think of WalkMe as a glass layer on top of any app,” Ezer said.

The software builds trails your system will follow, transforming a multi-step process into a one-click move. The technology is built to identify when that trail of crumbs break down (a new password or url, for instance) and either fix itself or alert an actual human to make the correction.

The platform has already won awards for allowing employees to maintain a proper workflow during the pandemic.

Making Connections

WalkMe launched a coming out party of sorts last March. After eight years, WalkMe was ready for its first user conference: WalkMe Realize, to be held in San Francisco. Half of the company was involved, with many expected to make the international trip.

Five days before the event, the company was forced to go virtual. In doing so, it immediately became a test-case for what conferences would like in 2020. Extremely early in the pandemic and without the benefit of watching other virtual shows go on, the team scrambled in Israel and California to produce a high-end show.

Even before Zoom fatigue, Ezer said WalkMe was looking to go beyond the standard video experience. The company rented out studios and spent 10 hours recording content at a quality level similar to “Good Morning America,” Ezer said. Some live content was broadcast as well.

The result was a 500-person foray into events that turned into a 3,000-attendee bonanza, including viewers on LinkedIn Live. A 250% increase in registration materialized in the five days between transitioning the event from live to virtual.

Metrics suggest the technology company proved savvy in its marketing:

  • A LinkedIn post about moving the event boasted 7,073 impressions, 104 reactions, 17 shares and 183 clicks
  • The #walkMeRealize hashtag had more than 250 shares, close to 38,000 impressions and 8,000 engagements
  • LinkedIn Live post-event broadcasts drew just about 2,800 views.

“Honestly, I didn’t think we could pull it off,” Ezer admitted. “We juggled a lot of balls.”

Ultimately, the experience became a case study in how to build the platform’s reputation, reach and customer base.

Looking to capitalize on a chance to be the right system at the right moment, WalkMe initiated multiple events in the past year. Each targeted specific sectors—potential clients. Some may be suited for salespeople, others for human resources or IT departments.

“Our president likes to say, ‘We don’t water the garden with a hose, we water it with a lot of teaspoons,” Ezer said.

While not yet a giant in the field, WalkMe’s clients include roughly 60% of the Fortune 100, Ezer said. IBM, PwC, Walgreens, HP, LinkedIn and Quest Diagnostics are among the companies now using the app.

All indications are that WalkMe is filling a need. Their virtual events show high engagement, cemented by a high return rate for a second day.

On January 13, it is producing “Anatomy of a Winning Sales Tech Stack,” featuring perspective from eight speakers in the technology space looking to the “new normal.”

As for its big global event, WalkMe hopes for an in-person experience with hybrid components in mid-2021.

“I haven’t decided if I want to dream COVID will be over and we can do a physical event,” Ezer joked.


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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.